What is “cool,” really? Let’s break it down.
What is “cool,” really? For decades, coolness has often been seen as surface-level—a buzzword attached to the latest fad or aesthetic. But Coolnomics® invites us to look deeper, seeing “cool” not as something fleeting but as something that captures the true spirit of culture. In this framework, coolness isn’t merely about trends or popularity; it’s about tapping into values, collective aspirations, and shared experiences that carry real social and economic power.
True cultural relevance—the essence of what people genuinely find meaningful—can’t be manufactured or imposed. It grows organically, from a place of shared identity and purpose. When brands, organisations, and communities recognise this authenticity and align with it, they form lasting connections that go beyond transactions. In this article, we’ll explore Coolnomics’ view of “cool” and why genuine cultural relevance has a power far greater than chasing trends.
Defining Cool in the Context of Coolnomics®
In Coolnomics®, “cool” isn’t about the latest social media craze or the newest fashion accessory. Instead, it’s about cultural relevance—the qualities that resonate deeply with people at a specific moment in time. Coolnomics sees true coolness as a reflection of what matters most to people, whether that’s the need for belonging, the pursuit of authenticity, or the desire to make a positive impact.
Coolnomics defines “cool” through three essential qualities:
Cultural Relevance and Social Resonance
Emotional Connection and Human Aspiration
Authenticity and Credibility
Together, these elements form a kind of coolness that goes beyond aesthetics to carry real social and economic significance. When something resonates on this level, it creates a cultural force that influences behaviour, builds loyalty, and—yes—drives economic growth.
Unlike other forms of capital, cultural capital isn’t quantifiable in the traditional sense. Instead, it is expressed in art, language, shared practices, and social movements. As the backbone of many industries, cultural capital influences everything from fashion to technology, illustrating how a society’s core values drive the choices people make and the products they engage with
1. Cultural Relevance and Social Resonance
Cultural relevance emerges when a brand, product, or idea aligns with what people find significant and meaningful in their lives. This often grows from broader social shifts, such as increasing awareness of sustainability or a rising demand for social justice. When brands speak authentically to these themes, they resonate on a level that transcends fashion or temporary popularity.
Social resonance is the feeling of connection that comes from shared values and experiences. People naturally gravitate towards brands, products, or movements that reflect their beliefs and ideals. Think about the appeal of outdoor brands that actively support environmental conservation, or fashion lines that champion ethical labour practices. When these values align, they create a community of shared purpose and a strong cultural bond.
2. Emotional Connection and Human Aspiration
Coolnomics recognises that “cool” goes beyond simple popularity; it’s about creating an emotional connection that truly resonates with people. This connection often taps into shared human aspirations—such as the desire for change, the pursuit of happiness, or the longing to belong. These aspirations are universal, but they come to life in different ways within distinct cultural contexts.
Consider, for example, the appeal of brands that embody adventure and exploration. Outdoor brands that evoke freedom, nature, and the thrill of exploration create powerful emotional responses. This connection is not just about products; it speaks to a deeper longing in people to reconnect with nature and to feel free in a world that can sometimes feel restrictive.
Similarly, technology brands that prioritise user well-being and security tap into our aspirations for trust and safety in the digital age. By respecting users’ privacy and empowering them to control their own data, these brands become more than tech companies; they become allies in safeguarding a shared value.
3. Authenticity and Credibility
In an era when people are constantly bombarded with information, authenticity has become paramount. True “cool” in Coolnomics is not something that can be manufactured in a boardroom; it has to be genuine, reflecting real values that people can trust. Brands that achieve this authenticity don’t force themselves into cultural movements—they emerge from within them.
Credibility is equally essential. For something to be seen as “cool” in a meaningful way, it must come from a source that is both trustworthy and aligned with the community’s values. This is why brands that engage in performative or “greenwashed” marketing often fail to build true cultural relevance; their actions don’t match their words, and people can sense this disconnect.
Why True Cultural Relevance Matters
True cultural relevance provides a foundation for lasting relationships. It allows organisations to go beyond transactions, creating connections that resonate on a personal level. These connections are built on shared values, emotional bonds, and a sense of trust, making them far more resilient than those built on passing trends.
Brands that authentically align with cultural movements create long-term value—not just for themselves but for the communities they serve. By connecting with people on a level that acknowledges their values and aspirations, these organisations become more than providers of goods or services; they become allies in a shared journey.
The Economic Power of Cultural Relevance
In the context of Coolnomics, “cool” isn’t just an abstract idea; it’s a measurable economic force. Brands that align with true cultural relevance attract loyal followings, inspire trust, and often outperform those that rely on surface-level appeal. People are more likely to support brands that reflect their values and address their needs for identity, belonging, and purpose.
Consider how sustainability, once a niche interest, has now transformed entire industries. Fashion brands that prioritise ethical practices, tech companies that focus on privacy, and food companies that support local farming all benefit from their alignment with cultural values. By embracing these values genuinely, they not only meet consumer demand but also drive meaningful economic outcomes.
Coolnomics invites us to see “cool” through a new lens, one that looks past trends to the heart of cultural relevance. When brands and organisations understand that true coolness is about connecting with people’s core values, they create connections that are both genuine and economically powerful.
In the Coolnomics view, coolness isn’t something superficial or fleeting—it’s a reflection of what matters deeply to people. As we navigate a rapidly changing world, this form of cultural relevance has the potential to shape industries, build communities, and create a more connected and meaningful economic landscape.
